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Audience Based Marketing (ABM)
Mary Hartman | @PPCHartman
“My sales team gave me these lead/prospect/account lists, nowwhat do I do with them?”
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Mary Hartman: About
@PPCHartman |
● Industry Speaker | Sr. Account Manager
● Follow me @PPCHartman
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@PPCHartman |
Mary Hartman: The Hanapin “SaaS Braintrust”
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Your ABM Experience?
@PPCHartman |
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Agenda
@PPCHartman |
● Define ABM: Purpose & Goal Setting
● Find the leads○ Resolve the data: Accounts drawn from Sales
○ Integrate & Track the data
● Pros & Cons of ABM Tech Choices:○ LinkedIn Ads & other a la carte “custom audience” ABM targeting choices
○ Programmatic ABM
● Lightning Round: Budgeting, KPI Goal Setting, Creative Choices
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Wait…What is ABM?
@PPCHartman |
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@PPCHartman |
● A form of marketing that uses highly targeted, personalized campaigns to win over specific accounts.
ITSMA’s Definition:
● Rather than relying on blanket campaigns that are meant to appeal to an entire market, ABM treats “individual accounts as markets in their own right”
ABM in Layman’s Terms
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@PPCHartman |
According to #FlipMyFunnel Terminus:
● “A focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.”
What is ABM?
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ABM Cuts Ad “Waste” & Targets High Value Leads
@PPCHartman |
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@PPCHartman |
ABM is Flourishing – And Becoming More Sophisticated
● Source: Forrester’s International B2B Marketing Panel (online survey results) 2017 & 2018
2017 2018
61%of those
companies now have a mature ABM program
36%With an established practice of ABM
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Leads from Sales / CRM
Mary Hartman |
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@PPCHartman |
Hold Your Horses!
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Write Down:
@PPCHartman |
What Account Lists do I have?
What Account Lists do I want?
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Whatever Vendor You Choose…
Mary Hartman |
● Never purchase a solution (technology) without a strategy
“ABM is not a product.
“ABM is a strategy.”
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Find Your Target Accounts
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Account / Contact Data 3rd Party Intent Data
Mary Hartman |
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Find your Account Targets: In Your Own Database
Mary Hartman |
Start with valued customer / prospect attributes.
A collection of companies that face the same business challenges & pain points.
● Industry / Vertical● Size / Revenue● Location
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Before You Start Running: Integrate the Data
Mary Hartman |
● Feed data into where you can evaluate success & report on KPIs:
○ Google Analytics or other analytics vendors○ CRM:
■ Salesforce■ Pardot■ Bizible
○ Inbound:■ Marketo■ HubSpot
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Before You Start Running: Uncover Company Data
Mary Hartman |
Cost Fluctuates based on # of accounts/leads and integrations:○ $9-$80/month for apps with basic
functionalities, smaller lists.○ Leadfeeder:
■ Up to 100 companies for $53/mo■ Up to 3,000 companies for $359/mo
○ Clearbit Reveal: All company data■ $12,000 per year base price■ $24,000/year premium
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Mary Hartman |
Sales Intelligence SoftwareTracks beyond your ABM marketing platform: Integrate for Reporting everywhere you possibly can.
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Mary Hartman |
Import GA Audiences into Google AdsAccount characteristic targeting in search & display campaigns.
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Mary Hartman |
Inexpensive Option: LinkedIn WebsiteAnalytics● Key drawbacks:
○ No hard numbers○ No conversion data○ No integrations
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@PPCHartman |
The ABM Gateway Drug
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LinkedIn: The ABM Gateway Drug
● Easy Startup: No minimums (outside of 1,000 min. audience size)
● Match target companies against 13+ million company pages on LinkedIn
● Target by company size
○ Similar target in beta on Facebook, but LinkedIn data is highly accurate.
● Layer by interests, job titles, seniority, etc.
● Exclude non-decision makers, segment by job function.
@PPCHartman |
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LinkedIn Sales Navigator
@PPCHartman |
● Give salespeople the freedom to ID their own leads
● Prospects update their own information in real-time
● List built & auto updated in Custom Audiences – ready to use.
● Cost: $79.99/month
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LinkedIn Sales Navigator
@PPCHartman |
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LinkedIn Sales Navigator
@PPCHartman |
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LinkedIn Demographic Reporting (by Company)
@PPCHartman |
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LinkedIn Demographic Reporting (by Industry)
@PPCHartman |
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LinkedIn Demographic Reporting (by Company Size)
@PPCHartman |
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Mary Hartman | HUGE Audiences: Heck yeah!
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Mary Hartman |
Beware of Broad Targets: Set Exclusions
● Current Customers
● Employees of your company(s) & competitors
● Irrelevant job functions
● Non-decision makers
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Mary Hartman |
A Secondary Option: Facebook Custom Audiences with Company Size Layer● Facebook Categories > Business-
to-business enterprise employees○ Small: 10-200 (81m)○ Medium: 200-500 (26m)○ Large: 500+ (70m)○ *Sizes above in USA / Canada
● Narrow by B2B or intent specific interests
○ Companies / competitors / fringe services / technical interests / industry known companies
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@PPCHartman |
The (expensive) Solution:Programmatic ABM
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Good Programmatic ABM Vendors Layer a Variety of Data
1. Firmographic
2. Behavioral
3. Intent Signals
@PPCHartman |
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2 Main Types of ABM Advg. Solutions
1. Publisher Network buyers:
○ Provide transparent and accurate data sources, but limited scope of delivery.
2. Third Party audiences:
○ Provide desired reach but have more opaque methods of audience building.
@PPCHartman |
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Where does Programmatic ABM data come from?1. IP-Based Data Cloud:
○ Example: Dun & Bradstreet DUNS Number: ■ 300M+ business records■ 350M+ cookies and mobile device IDs■ Millions of contacts assigned directly to companies in the interface
2. “Intent factors” based on user interest / browsing activity○ Examples: Bombora, ZoomInfo. Data sharing (co-op), user contributions, web & profile sources.
3. Your own prospect data: ○ CRM, lead list imports for similar audience AI matching.
@PPCHartman |
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@PPCHartman |
Comparing ABM Methods
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Custom Audience Do-it-Yourself ABM Pros & ConsCustom Audiences, fed into the platforms manually
Mary Hartman |
Pros● Low Start-Up Cost● Complete control of creative● Complete placement control● Integrations with CRM● Bid control
Cons● No Intent Signals or “Surge” IDs
○ Layering in Google In-Market or Affinity Audiences, Twitter Interests is an imperfect solution
● Firmographic Data can be limited● Reporting: Not a Closed Loop● Limited integrations● Limited placements● Unable to limit frequency by account
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Programmatic ABMwith 3rd Party Intent Data Pros & Cons
Mary Hartman |
Pros● Intent Signals & “Surge” IDs● Customer Support for tracking, integrations● Automated creative: Copy based on
prospect ID & AI matching.● Integrations / Syncing with Salesforce,
Inbound Mktg, Google Analytics, etc.● “Lookalike” audience creation from CRM
data
Cons● 6-9 months of onboarding prep● Requires a company-wide commitment to
higher value leads.● Extremely high start-up cost (w/minimums)● Add-on products require additional fees
○ Example: DemandBase Analytics
● Some interfaces limit optimization (unable to control bids, exclude placements, etc.)
● Automation: Limited creative, campaign settings control, or placement control
● Transparency varies by vendor
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ABM: Level of Commitment Needed by Level
@PPCHartman |
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@PPCHartman |
Measuring ABM Success
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Measuring ABM Success
● Track 3-5 content offers down the entire funnel
○ Newsletter sign-ups○ Content downloads○ Video views / webinar participation○ Sales meetings / demos trails, etc.
● Focus on lead quality:○ MQLs / SQLs○ Decision makers○ Company attributes○ Intent
@PPCHartman |
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Measuring ABM Success
Tracked KPIs should be a mix of “soft” brand-building and lead-gen.
● Path to purchase will be long.● CPLs are likely to be 30%-50%
more expensive● More sales qualified leads with
greater purchase power / revenue potential per lead.
● Measure High Funnel / Low Funnel Separately
@PPCHartman |
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Recap
@PPCHartman |
● Start with Strategy: ABM is not a product, it’s a strategy!
● Define Audiences First: Current best-fit customers & Ideal Customer Profile
● Use data mining / integrations and track throughout the journey.
● Make use of LinkedIn: The ABM Gateway Drug
● Use pro/cons to identify your best fit solution.
● Measure success: Multiple KPIs across awareness / interaction / conversion
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● Get your free ABM Checklist atHanapinmarketing.com/abm-checklist/
● Share the love!
● Follow me @PPCHartman○ I’ll be Tweeting out the deck link shortly!